Maldives Targets $5 Billion in Tourism Revenue in 2025

The Maldives has set an ambitious goal for 2025: $5 billion in tourism earnings. This target builds on the country’s unprecedented success in 2024. During a press conference, officials from the Maldives Marketing and Public Relations Corporation (MMPRC) outlined the strategies that will help reach this milestone. MMPRC Chairperson Abdulla Ghiyas and CEO Ibrahim Shiuree both emphasized how crucial this year’s momentum will be for the next.

A Record-Breaking Year in 2024

The year 2024 marked a historic moment for the Maldivian tourism industry. The country welcomed 2 million visitors, with February seeing record-breaking daily and monthly arrivals. This surge in tourism was no coincidence. In fact, it was driven by a series of carefully planned marketing efforts. The MMPRC organized over 20 trade fairs, 15 impactful social media campaigns, and 23 virtual events. A standout was the ‘Discover Maldives’ webinar series, which helped showcase the destination to new international audiences.

Furthermore, the Maldives took part in ITB Berlin and ATM Dubai, its largest ever participation in these global fairs. In addition, the Maldives sponsored ITB China in Shanghai for the very first time. This boosted the country’s exposure in key markets. Moreover, one of the most anticipated initiatives, “The World’s Biggest Giveaway 2025,” was launched at WTM London. It’s expected to generate excitement when it kicks off next year.

Besides effective marketing, improved accessibility also contributed to the Maldives’ strong performance. New airline routes and more frequent flights made it easier for travelers to reach the islands. As a result, tourism soared.

Industry Collaboration and Financial Growth

In 2024, MMPRC hosted several key events to support industry growth. The first-ever Data Forum, the largest in Southeast Asia, was a highlight. Another significant event was the 2024 Tourism Symposium, which encouraged industry-wide development. On top of that, MMPRC signed strategic agreements with various partners, including travel platforms, airlines, and healthcare providers. This further improved the tourism experience.

Financially, the results were impressive. According to the Maldives Monetary Authority, tourism earnings increased by 15% compared to 2023. Similarly, tourism-related tax revenues grew by 8%, reported by the Maldives Inland Revenue Authority. In recognition of its efforts, the Maldives received global accolades, such as being named the World’s Leading Green Destination for the first time. Furthermore, the Maldives was also awarded the title of World’s Leading Destination for the fifth consecutive year at the World Travel Awards. It’s worth noting that 2024 marks 11 years since the country hit the milestone of 1 million annual tourist arrivals.

A Shift in Strategy for 2025

Looking forward to 2025, the Maldives plans to change its approach. MMPRC will shift its focus away from traditional trade shows and instead prioritize digital marketing. Specifically, they plan to increase the use of video content and target advertising efforts more effectively. The goal is to drive higher engagement and conversions.

Several initiatives will support this shift. One of these is the new Visit Maldives Shop, where branded merchandise will be sold. Another is the Visit Maldives Calendar, which will act as a one-stop hub for events happening across the country. Additionally, the Visit Maldives Academy will offer training programs that certify destination specialists, enhancing industry knowledge. Also, the Visit Maldives Data Dashboard will provide key analytics, serving as a valuable resource for industry stakeholders.

Expanding Global Reach

To expand its presence worldwide, MMPRC will introduce “Visit Maldives Week” in several key markets. These include Germany, India, Dubai, and Russia. This event will feature media gatherings, networking opportunities, and unique outdoor marketing efforts such as food trucks. While the Maldives’ main annual event will shift from ITB Berlin to ATM Dubai, activities in Berlin will continue as well.

Building on past digital successes, such as the “Winter is Blue” campaign that reached 22 million people in just one month, MMPRC plans to deepen its partnerships with platforms like Meta. In addition, they will roll out campaigns tailored to niche audiences. These segments include business travelers (MICE), solo adventurers, and groups of friends.

Moreover, as part of its 2025 strategy, MMPRC will collaborate with international branding specialists. This partnership will help refine the Maldives’ image and expand into new areas like film tourism and influencer-driven campaigns. One exciting event to watch is the upcoming “Burunu Boma” sustainable fishing competition. This global event, the largest of its kind, will take place in April and May of 2025 and is expected to attract international attention.

Looking Ahead to 2025

In 2025, the Maldives plans to maintain steady tourism activity across its top 25 markets. Consistent efforts, such as summer campaigns and strategic public relations, will be key. At the same time, MMPRC is committed to building stronger partnerships within the industry. By doing so, they aim to ensure collective success across all initiatives. With these strategies in place, the Maldives is well-positioned to achieve its goal of $5 billion in tourism revenue and continue its reign as a top global travel destination.

This September, the Maldives raises a glass once again to Galician wine and sun-drenched celebrations as the Martín Códax Wine Gala returns to three COLOURS OF OBLU resorts. After a warmly received debut last year, the gala brings fresh energy, new vintages, and an expanded lineup of experiences, offering guests a vibrant, sensory journey that blends culture, cuisine, and community.

This time around, the second edition of the wine gala kicks off at OBLU NATURE Helengeli by SENTIDO on 31 August and 1 September, then moves to OBLU SELECT Sangeli on 3 and 4 September, and finally wraps up at the adults-only OBLU SELECT Lobigili on 6 and 7 September.

Nicolas Laguette, Director of Wines at Atmosphere Core, shares insight into what makes this year’s series even more exciting.

Experience-Led Evenings Bring Joy to the Forefront

To start, Laguette explains that the Martín Códax Wine Gala reflects the way today’s travellers seek authentic, one-of-a-kind moments.

“These aren’t formal tastings,” he says. “The OBLU Wine Galas are a total vibe. Think music, sun-kissed evenings, wine stories from Galicia, and an energy that’s just electric.”

In other words, he describes the event as “Spain’s soulful way of wining and dining – reimagined in paradise,” where guests enjoy good company and storytelling just as much as they enjoy the wine itself.

A New Vintage Adds to the Celebration

This year’s edition also introduces a standout: the Martín Códax Organistrum Albariño, a 2024 award-winning white wine made entirely from Albariño grapes. The winery named the wine after a medieval string instrument celebrated for its harmonious tones. According to Laguette, the wine reflects that same balance — “expressive, elegant, and absolutely divine with seafood.”

On top of that, guests will also get to meet Paula Lobato, the official brand ambassador of Bodegas Martín Códax, who will host the series across all three resorts.

“Her enthusiasm and knowledge will bring the entire experience to life – from grape to glass,” says Laguette.

Each Island Offers Its Own Gala Experience

Each COLOURS OF OBLU resort delivers a unique take on the celebration. While all events are paired thoughtfully with Martín Códax wines, the vibe, cuisine, and setting shift from island to island.

At Helengeli, guests enjoy a two-night experience: first, a progressive Indian feast at Raga Route, and then, a relaxed, barefoot beach dinner at Just Grill the next evening.
At Sangeli, the gala begins with a golden-hour soirée on One Banyan Island, followed by a multi-course, wine-paired dinner split across JustWok and Just Grill.
At Lobigili, often called the “island of love,” the experience takes a more intimate turn. Here, guests gather at Ylang Ylang for a globally inspired tasting menu paired with select wines. All designed to spark connection, romance, and quiet indulgence.

In short, no two gala nights are alike.

The Wines Come with a Story

Behind the scenes, COLOURS OF OBLU partnered with Bodegas Martín Códax after years of research, tastings, and value alignment. The winery, founded in 1985, takes its name from a medieval Galician troubadour who sang of love and coastal life.

Today, more than 600 families in Spain’s Rías Baixas region form the Martín Códax collective. They grow vines using the traditional emparrado trellising system, which lifts the vines off the ground to welcome the Atlantic breeze, a technique that, over time, shapes the bright, mineral-rich flavour of their wines.

According to Laguette, “We look for authenticity, strong family values, and expressive terroir-driven wines that you simply can’t find anywhere else in the Maldives. It’s a beautiful blend of time-honoured techniques and modern innovation that results in vibrant, unmistakably Galician wines.”

Guests of All Backgrounds Can Enjoy It

At its heart, the Martín Códax Wine Gala makes wine culture more approachable. Whether someone’s a wine enthusiast or just wine-curious, the format welcomes all.

“Wine is a universal language,” says Laguette. “When combined with great food, storytelling, music, and meaningful conversation, it becomes something unforgettable.”

More importantly, the gatherings go beyond wine appreciation, they focus on human connection.

“Our guests, our team, and our winemaking partners gather around the table with incredible food, wine stories, and laughter flowing just as freely as the vintages. It is island life, enriched.”

Complimentary for In-Resort Guests

As always, guests staying under COLOURS OF OBLU’s all-inclusive Holiday Plans can attend the Martín Códax Wine Gala at no additional cost. That said, seats fill quickly so advance reservations are highly recommended.

In Laguette’s words, “We’ll bring the wine and the wonder, you bring your appetite and a love for new experiences.”

Maldives Targets $5 Billion in Tourism Earnings For 2025 After a Record Year of Growth